1. A STUDY ON CUSTOMER PERCEPTION OF AIRTEL
BROADBAND SERVICES AMONG SMALL MEDIUM
ENTERPRISES
COCHIN
PROJECT REPORT
Submitted by
MOHAMMED NIZAR. N
REG.NO:2787029
In partial fulfillment of the requirement
for the Award of the
MASTER’S DEGREE IN
BUSINESS ADMINISTRATION
Under the Guidance
Of
Mr. Charles R.Jebasingh, MBA.
DEPARTMENT OF MANAGEMENT STUDIES
NESAMONY MEMORIAL CHRISTIAN COLLEGE
Marthandam, Kanyakumari.
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2. DEPARTMENT OF MANAGEMENT STUDIES
NESAMONY MEMORIAL CHRISTIAN COLLEGE
MARTHANDAM
CERTIFICATE
This is to certify that the project study entitled “CUSTOMER
PERCEPTION STUDY ON AIRTEL BROADBAND SERVICES
AMONG SME CUSTOMERS.”, is a bonafide work done by
MOHAMMED NIZAR.N, Reg. No.2787029 and submitted in partial
fulfillment of the award of degree in Master of business
Administration, before Manonmaniam Sundaranar University,
Tirunelveli.
Faculty Guide Head of the Department
Prof. CHARLES R.JEBASINGH Prof. C.T.SAM LUTHER
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3. DECLARATION
I, MOHAMMED NIZAR, DO hereby declare that the project
“Customer perception study on Airtel broadband services among
SME customers” submitted in partial fulfillment of the award of the
Master Of Business Administration Degree of the Manonmaniam
Sundaranar University, Tirunelveli, has been carried out by me
under the guidance and supervision of Mr. Charles R. Jebasingh,
faculty of MBA Department, Nesamony Memorial Christian College,
Marthandam.
It has also not being submitted by me or any body for the
award of any other degree or diploma of this or any other
institution earlier.
Marthandam N.MOHAMMED NIZAR
Date:
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4. ACKNOWLEDGEMENT
First and foremost, I thank the Almighty God for sustaining
the enthusiasm with which plunged into this endeavor.
I avail this opportunity to express my profound sense of
sincere and deep gratitude to many people who are responsible for the
knowledge and experience I have gained during the project work.
I extend my overwhelming gratitude to Prof. C.T. Sam Luther,
Head of Department, MBA, for his valuable guidance and meticulous
supervision during the preparation of this Project Report.
I have great pleasure in expressing my deep sense of gratitude to
guide Mr. Charles, (Dept. Management Studies), for his valuable and
prompt guidance without which this project would not have been a
successful one.
I would like to express my deep sense of gratitude to my Guide
Mr.Sageesh, manager (SME Head) for their valuable help through the
project work.
My hearty and inevitable thanks to all the respondents who is
helped me to bring out the project in a successful manner.
Last but not the least; I extend my gratitude towards my parents,
faculties and friends who extended their wholehearted support towards
the successful completion of this Project Work.
MOHAMMED NIZAR.N
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5. CONTENTS
Title
Chapter 1
1.1 Introduction
1.2 Industry Profile
1.3 Company Profile
Chapter 2
2.1 Research Methodology
2.2 Objectives of the Study
2.3 Need and Scope
2.4 Formulation of Hypothesis
2.5 Limitations of the study
Chapter 3
3.1 Analysis and Interpretation
Chapter 4
4.1 Findings
4.2 Suggestions
4.3 Conclusion
Bibliography
Appendix
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6. LIST OF TABLES
Tabl Title Page
e no no
1. Table showing the necessity of net connection in the organizations
2. Table showing the type of connection used in the organization.
3. Table showing the number of systems used in the organizations
4. Table showing telecom expense for voice
5. Table showing telecom expense for Data transmission
6. Table showing the reason for choosing Airtel broad band
connection
7. Table showing customer rating of speed of data transmission
8. Table showing customer rating of safety of data transmission
9. Table showing customer rating of security of data processing
10. Table showing customer ranking of usage experience
11. Table showing customer rating of after sales service
12. Table showing customer rating of how Airtel helped the customers
to solve their problem
13. Table showing rating of Airtel broadband with other competitors in
the same product category
14. Table showing the overall satisfaction level of Airtel broadband
customers.
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7. LIST OF CHARTS
Char Title Page
t no
no
1. Chart representing the necessity of net connection in the
organizations
2. Chart representing the type of connection used in the organization.
3. Chart representing the number of systems used in the organizations
4. Chart representing telecom expense for voice
5. Chart representing telecom expense for Data transmission
6. Chart representing the reason for choosing Airtel broad band
connection
7. Chart representing customer rating of speed of data transmission
8. Chart representing customer rating of safety of data transmission
9. Chart representing customer rating of security of data processing
10. Chart representing le showing customer ranking of usage
experience
11. Chart representing customer rating of after sales service
12. Chart representing customer rating of how Airtel helped the
customers to solve their problem
13. Chart representing rating of Airtel broadband with other
competitors in the same product category
14. Chart representing the overall satisfaction level of Airtel broadband
customers.
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8. SUMMARY
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9. Executive Summary
The SIP titled ‘To study the Customer Perceptions study of AIRTEL
broadband Services among the Small and Medium Enterprise Customers in
Cochin’. The main objective of the study was to know how the customers of
AIRTEL Broadband perceive its Services in Cochin City are satisfied with
the services provided by AIRTEL and also to identify the factors affecting
the preferences of the customers. As a part of my study I covered most of the
areas in and around Ernakulam District including places like Kakanad,
Aluvae, Panapilly Nagar, Giri Nagar, Kadavanthara and Ravipuram. The
sampling technique used for this study was simple random sampling and the
sample size was 100.The tool which I used to analysis the data was simple
average method and the data’s where put in tabular form as well as in chart
form also.
As a result of this survey I was able to conclude that more than 70% of the
customer was satisfied by the service provided by AIRTEL and the factors
like customer service, technical factors affected the preference of consumers
in choosing AIRTEL.
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10. Chapter -1
Introduction
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11. INTRODUCTION TO THE STUDY
The management thesis which I was done as a part of my studies is “A
study on customer perception of Airtel broadband services
among small medium enterprises, Cochin”. The study I conducted
provided me an excellent opportunity to implement all that I have learnt in
my class room sessions in the practical outfield.
The Bharti AIRTEL landline and broadband services has there in the
market of Ernakulam for last three and a half years. In this three and a half
year time they have made there own identity in the market has a landline and
broadband service provider with a good number of high pulsing customers.
Among those good pulsing customers the SME customers are also one of
them. AIRTEL mainly focus on the customers of SME customers who pays
the average monthly bill amount of above Rs.2500/-. I am doing my thesis
on this particular topic due to the reason that I believe it will help me know
more about the marketing strategy, competitiveness and also about the
customer behavior. My thesis will help the company to know more about
their strength, customers and the area where they have to concentrate more
and also about their competitor’s strategy. This will also help the company
to build a good relationship with the customers.
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12. CUSTOMER
A customer is someone who makes use of the paid products of an
individual or organization. This is typically through purchasing or renting
goods or services.
The word historically derives from “custom”, meaning “habit”; a
customer was someone who frequented a particular shop, who made it a
habit to purchase goods of the sort the shop sold there rather than elsewhere,
and with whom the shopkeeper had to maintain a relationship to keep his or
her “custom”, meaning expected purchases in the future. The shopkeeper
remembered the sizes and preferences of his or her customers, for example.
The word did not refer to those who purchased things at a fair or bazaar, or
from a street vendor.
Types of customers
Customers can be classified into two main groups: internal and
external. Internal customers work for the organization, possibly in another
department or another branch. External customers are essentially the general
public.
Internal customers
 People working in different departments of the vendor’s organization.
 People working in different branches of the vendor’s organization.
External customers
 Individuals
 Businesses or business people, including suppliers, bankers and
competitors.
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13.  NGOs, Government bodies, Voluntary organizations.
Needs and Expectations
Customer needs may be defined as the facilities or services a customer
requires to achieve specific goals or objectives. Needs are generally no-
negotiable, but may be optional or of varying importance to the customer. In
any transaction, customers seek value-for-money, and will often consider a
range of vendors’ offers before settling on a purchase.
Customer expectations are based n perceived values of facilities or
services as applied to specific needs. Expectations are influenced by cultural
values, advertising, marketing, and other communications, both with the
supplier and with other sources. Expectations are negotiable and modifiable.
Both customer needs and expectations may be determined through
interviews, surveys, conversations or other methods of collecting
information. Customers at times do not have a clear understanding of their
needs. Assisting in determining needs is a valuable service to the customer,
the process, expectations may be set or adjusted to correspond to known
product capabilities or service levels.
A Customer can be defined on a businessman’s or sellers’s point of view
as:-
 A customer is the most important person in any business.
 A customer is not dependent upon business. Business is dependent upon
him.
 A customer is an essential part of the business- not an outsider
 A customer is not just money in the cash register. He is a human being
with feelings and deserves t be treated with respect.
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14.  A customer is a person who comes to sellers with his needs and his
wants. It is seller’s job to fill them.
 A customer deserves the most courteous attention the businessmen can
give him.
 He is the lifeblood of every business. He pays the salary. Without him
business would have to closed the doors. As marketers we must never
forget int.
 Thus customer is treated as the most important fundamental aspect of
marketing other than competitor and values.
CUSTOMER SATISFACTION
Customer satisfaction is a business term which is used to capture the
idea of measuring how satisfied an enterprise’s customers are with the
organization’s efforts in a market place.
Every organization has customers of some kind. The organization
provides products (goods and/or services) of some kind to its customers
through the mechanism of a marketplace. The products that organization
provides are subject to competition whether by similar product6s or by
substitution products.
The reason an organization is interested in the satisfaction of its customers is
because customers purchase the organization’s products. Te organization is
interested in retaining its existing customers and increasing the number of its
customers.
Customer satisfaction is an ambiguous and abstract concept and the
actual manifestation of the state of satisfaction will vary from person to
person. The state of satisfaction depends on a number of both psychological
and physical variables.
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15. The level of satisfaction can also vary depending on other options the
customer may have and other products against which the customer can
compare the organization’s products.
Because satisfaction is basically a psychological state, it is a difficult
thing to measure quantitatively. In other words, there are no units of
satisfaction that have been defined.
The usual measures of customer satisfaction involve a survey
instrument with a set of statements. The customer is asked to evaluate each
statement and then select from a scale how the customer agrees or disagrees
with statement.
General model
A general model of the buyer decision process consists of the
following steps:
 Want recognition;
 Search of information on products that could satisfy the needs of the
buyer;
 Alternative selection:
 Decision-making on buying the product;
 Post-purchase behavior.
Customer satisfaction
There exists an interaction between the desired results and customer
satisfaction, customer loyalty and customer retention. They may go by other
names such as patients, clients, buyers, etc. without the customer, it is
impossible for any business to sustain itself. Achieving the desired results is
frequently a result of customer action. Any business without a focus on
customer satisfaction is at the mercy of the market. Without loyal customers
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16. eventually a competitor will satisfy those desires and your customer
retention rate will decrease.
There exists an interaction between the desired results and customer
satisfaction, customer loyalty and customer retention. They may go by other
names such as patients, clients, buyers, etc. without the customer it is
impossible for any business to sustain itself.
Achieving the desired results is frequently a result of customer actions. Any
business without a focus on customer satisfaction is at the mercy of the
market. Without loyal customers eventually a competitor will satisfy those
desires and your customer retention rate will decrease.
There are several levels of Customers, they are:-
 Dissatisfied customer – Looking for someone else to provide product
or service
 Satisfied customer – Open to the newt better opportunity
 Loyal customer – Returns despite offers by the competition
One of the ways to help obtain loyal customers is by having products and
services that there is very little chance that the customer requirements will
not be met and make them delightful. Of course one of the difficult is,
understanding the true customer requirements. Even when you have the
requirements in advance the customer can and will change them without
notice or excuse. Having a good recovery process for a dissatisfied customer
is a necessity.
Customer satisfaction measurement program
Customer satisfaction research is not an end unto itself. The purpose,
of course, in measuring customer satisfaction is to see where a company
stands in this regard in the eyes of its customers, thereby enabling service
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17. and product improvements which will lead to higher satisfaction levels. The
research is just one component in the quest to improve customer satisfaction.
Customer satisfaction and consumer behavior are very closely
related. Consumer behavior is lightly different from customer satisfaction.
Consumer Behavior is the study of how people buy, what they buy, when
the buy and why they buy. It is a sub category of marketing that blends
elements from psychology, sociology, socio psychology, anthropology and
economics. It attempts to understand the buyer decision making process,
both individually and in groups, it studies characteristics of individual
consumers such as demographics, psychographics, and behavioral variables
in an attempt to understand people’s wants, it also tries to assess influences
on the consumer from groups such as family, friends, reference groups, and
society in general, today the customer satisfaction is also termed as customer
delight; rather than satisfaction present day marketers try to make the
customers delight. Indian business is facing a variety of newer challenges.
The economy requires a different set of marketing responses, a major
business response is to sustain freshness in marketing and, to locate business
response is to sustain freshness in marketing and, to locate better approaches
for delighting customers, the name of the current marketing game is to
sharply focus on customer satisfaction and retaining the satisfied customer
for life. The idea of delighting customers may sound simple. However, it
demands extreme concentration and creativity in making it happen, it
requires an organizational approach. Thus, the route to customer delight is
most enduring when the entire organization is structured and geared for it
under the challenge leadership of marketing. The marketers need an array of
marketing skills, concepts and frame works for ensuring customer delight.
Models of consumer behavior:
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18. One of the best known of the explanatory models that have been
developed to explain the interactions involved is that of Howard and Sheth.
This contains a deal of common sense, although, as is often the case with
such models, the rather obscure terminology makes it appear more confusing
than it really is. The ‘inputs’ (stimuli) that the consumer receives from his or
her environments are
1. Significative – the ‘real’ (physical) aspects of the product or
service (which the consumer will make use of)
2. Symbolic – the ideas or images attached by the supplier (for
example by advertising)
The ‘outputs ‘are what happens, the consumer’s actions, as
observable results of the input stimuli.
Between the inputs and outputs are the ‘constructs’, the processes
which the consumer goes through to decide upon his or her actions.
Howard and Sheth group these into two areas:-
1. Perceptual – those concerned with obtaining and handling
information about the product or service,
2. Learning – the processes of learning that lead to the decision
itself
Such models can help theorists to explain consumer behavior better,
but it can be difficult to put them to practical use.
Brand Image and Brand Identity and Corporate Identity:
Brand image, in the other hand, is the totality of consumer
perceptions about the brand, or how they see it, which may not coincide with
brand identity, companies have to work hard on the consumer experience to
make sure that what customers see and think is what they want then to.
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19. Brand identity is the total proposition that a company makes to
consumers – the promise it makes. It may consist of features and attributes,
benefits, performances, quality, service support, and the values that the
brand possesses. The brand can be viewed as a product, a personality, a set
of values, and a position it occupies in people’s minds. Brand identity is
everything the company wants the brand to be seen as,
Corporate identity is concerned with the visual aspects of a
company’s presence, when companies undertake corporate identity
exercises; they are usually modernizing their visual image in terms of logo,
design, and collaterals. Such efforts do not normally entail a change in brand
values so that the heart of the brand remains the same what it stands for, r its
personality.
Unfortunately, many companies do not realize this fallacy, as they
are sometimes led to believe by agencies and consultancy companies that
visual changes will change the brand image. But changes to logos, signage,
and even outlet design do not always change consumer perceptions of
quality, service, and the intangible associations that come to the fore when
the brand name is seen or heard.
In total Tse and Wilton (1988) has given some detail in their
definition for customer satisfaction as:-
“The consumer’s response to the evaluation of the perceived
discrepancy between prior expectations (or some norm of performance) and
the actual performance of the product as perceived after its consumption”.
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20. 1.2 Industry Profile
The telecom industry is one of the fastest growing industries in India. India
has nearly 200 million telephone lines making it the third largest network in
the world after China and USA. With a growth rate of 45%, Indian telecom
industry has the highest growth rate in the world.
History of Indian Telecommunications started in 1851 when the first
operational land lines were laid by the government near Calcutta (seat of
British power). Telephone services were introduced in India in 1881. In
1883 telephone services were merged with the postal system. Indian Radio
Telegraph Company (IRT) was formed in 1923. After independence in 1947,
all the foreign telecommunication companies were nationalized to form the
Posts, Telephone and Telegraph (PTT), a monopoly run by the government's
Ministry of Communications. Telecom sector was considered as a strategic
service and the government considered it best to bring under state's control.
The first wind of reforms in telecommunications sector began to flow in
1980s when the private sector was allowed in telecommunications
equipment manufacturing. In 1985, Department of Telecommunications
(DOT) was established. It was an exclusive provider of domestic and long-
distance service that would be its own regulator (separate from the postal
system). In 1986, two wholly government-owned companies were created:
the Videsh Sanchar Nigam Limited (VSNL) for international
telecommunications and Mahanagar Telephone Nigam Limited (MTNL) for
service in metropolitan areas.
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21. In 1990s, telecommunications sector benefited from the general opening up
of the economy. Also, examples of telecom revolution in many other
countries, which resulted in better quality of service and lower tariffs, led
Indian policy makers to initiate a change process finally resulting in opening
up of telecom services sector for the private sector. National Telecom Policy
(NTP) 1994 was the first attempt to give a comprehensive roadmap for the
Indian telecommunications sector. In 1997, Telecom Regulatory Authority
of India (TRAI) was created. TRAI was formed to act as a regulator to
facilitate the growth of the telecom sector. New National Telecom Policy
was adopted in 1999 and cellular services were also launched in the same
year.
Telecommunication sector in India can be divided into two segments: Fixed
Service Provider (FSPs), and Cellular Services. Fixed line services consist of
basic services, national or domestic long distance and international long
distance services. The state operators (BSNL and MTNL), account for
almost 90 per cent of revenues from basic services. Private sector services
are presently available in selective urban areas, and collectively account for
less than 5 per cent of subscriptions. However, private services focus on the
business/corporate sector, and offer reliable, high- end services, such as
leased lines, ISDN, closed user group and videoconferencing.
Cellular services can be further divided into two categories: Global System
for Mobile Communications (GSM) and Code Division Multiple Access
(CDMA). The GSM sector is dominated by Airtel, Vodafone-Hutch, and
Idea Cellular, while the CDMA sector is dominated by Reliance and Tata
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22. Indicom. Opening up of international and domestic long distance telephony
services are the major growth drivers for cellular industry. Cellular operators
get substantial revenue from these services, and compensate them for
reduction in tariffs on airtime, which along with rental was the main source
of revenue. The reduction in tariffs for airtime, national long distance,
international long distance, and handset prices has driven demand.
Market Share of Public and Private Players
Both fixed line and mobile segments serve the basic needs of local calls,
long distance calls and the international calls, with the provision of
broadband services in the fixed line segment and GPRS in the mobile arena.
Traditional telephones have been replaced by the codeless and the wireless
instruments. Mobile phone providers have also come up with GPRS-enabled
multimedia messaging, Internet surfing, and mobile-commerce. The much-
awaited 3G mobile technology is now entered the Indian telecom market.
The GSM, CDMA, WILL service providers are all upgrading themselves to
provide 3G mobile services.
Along with improvement in telecom services, there is also an improvement
in manufacturing. In the beginning, there were only the Siemens handsets in
India but now a whole series of new handsets, such as Nokia's latest N-
series, Sony Ericsson's W-series, Motorola's PDA phones, Apple iphone,
Blackberry mobile etc. have come up. Touch screen and advanced
technological handsets are gaining popularity. Radio services have also been
incorporated in the mobile handsets, along with other applications like high
storage memory, multimedia applications, multimedia games, MP3 Players,
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23. video generators, Camera's, etc. The value added services provided by the
mobile service operators contribute more than 10% of the total revenue.
Public
Private 48%
52%
The telecom sector in the country has already adopted the latest
technological advancements to cater to the demands of the growing market.
Telecom Expo India, Convergence India, VAS India and IPTV India being
organized year to year are all efforts in this direction.Moreover, with cheaper
handsets and lesser tariffs, it is expected that by the year 2010 there will be
over 500 million subscribers in the Indian telecom market. Also, the telecom
industry this year will be focusing more on rural areas to connect them with
the urban areas so that the farmers and the small-scale industries can have
faster access to information related to weather and market conditions.
1.3 Company Profile
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24. Bharti Airtel
Telecom giant Bharti Airtel is the flagship company of Bharti
Enterprises. The Bharti Group, has a diverse business portfolio and has
created global brands in the telecommunication sector. Bharti has recently
forayed into retail business as Bharti Retail Pvt. Ltd. under a MoU with
Wal-Mart for the cash & carry business. It has successfully launched an
international venture with EL Rothschild Group to export fresh agri products
exclusively to markets in Europe and USA and has launched Bharti AXA
Life Insurance Company Ltd under a joint venture with AXA, world leader
in financial protection and wealth management.
BHARTI AIRTEL LTD started in July 7 1995.Its head quarters is at
Delhi. In 1998 company started their first land line operation. Airtel is the
name of their brand. AIRTEL stands for Affectionate, Interested, Respectful,
Tolerant, Energetic and loving .Their logo is “Think fresh Deliver More”.
Their first company is Bharti Cellular Limited under the brand name of
Airtel. Another one is Bharti Tele Sonic Ltd under the brand name of India
One. Then Bharti Tele Net Ltd under the brand name of Touch Net. Another
one is Bharti broad band Ltd under the brand name of Manthra Online. The
companies Bharti Telenet Ltd and Bharti Broadband Ltd combined together
and form Bharti Broadband and Teleservices Ltd. After sometime the
companies Bharti Telesonic Ltd and Bharti Broadband and Teleservices Ltd
combined together and form Bharti Infotel Ltd. In 13th September 2004 all
the four companies combined together and form Bharti AIRTEL Ltd.
Bharti Airtel is one of India's leading private sector providers of
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25. telecommunications services with more than 79 million subscribers as of
November 2008.
Airtel comes to you from Bharti Airtel Limited, India’s largest
integrated and the first private telecom services provider with a footprint in
all the 23 telecom circles. Bharti Airtel since its inception has been at the
forefront of technology and has steered the course of the telecom sector in
the country with its world class products and services. The businesses at
Bharti Airtel have been structured into three individual strategic business
units (SBU’s) –
1. Mobile Services
2. Airtel Telemedia Services
3. Enterprise Services.
The mobile business provides mobile & fixed wireless services
using GSM technology across 23 telecom circles while the Airtel
Telemedia Services business offers broadband & telephone services in 95
cities. The Enterprise services provide end-to-end telecom solutions to
corporate customers and national & international long distance services
to carriers. All these services are provided under the Airtel brand.
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26. Airtel Telemedia Services:
Airtel is offering broadband & Internet services across 94 cities
in India. It is powered by DSL technology which gives you blazing-fast;
secure Internet access as soon as you switch on your computer. It also
gives you the power of limitless discovery on Internet – from shopping
to banking, paying bills to making new friends and not to mention
endless fun & learning for children. The special features of Airtel
broadband services are,
 Why wait to connect - With Airtel Broadband, the internet is
always ON, always available. No more waiting for dial-up to
connect. You are ready to use the internet as soon as you switch on
your computer.
 Power Surfing - With speed of up to 2Mbps, feel the excitement of
doing more on Internet. Shop, download MP3, exchange heavy
files and chat at an enviable speed, all thanks to an extensive
Broadband Services infrastructure. No more disconnections in the
middle of download.
 Surf while you talk - No more missed calls or blocked telephone
lines while using the internet. Airtel Broadband Services
connection does not block existing telephone lines and allows one
family member to use the phone while another member surfs the
net.
 Robust installation - The world class infrastructure & end-to-end
digital network of underground copper cable lines ensure an
extremely robust connection that eliminates the risk of damage.
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27. Superior server technology and a dedicated port provide total
security to data storage and information exchange through the
Internet.
 24x7 customer supports – The 24x7 customer support unit helps
you to serve better. It works for round-the-clock, 365 days a year.
The customer feedbacks are carried out with great care.
 Speed on demand – The customer can enjoy a dedicated speed of
up to 2 Mbps without having to change your subscription plan.
What’s more, you only pay for what you use.
 Airtel PC security - Airtel along with F–Secure, one of the best in
PC security, provides you with a service that tries to answer a
Broadband customer’s most frequently asked question “Is my PC
safe?”.
 Payment options – Airtel offers you a number of payment methods
like cash payment, ECS- Easy payment method, Credit card
method, check drop boxes, online payment. You can choose any
one of the method for paying the cash.
Services:
The services offered by Airtel Broadband & Internet are listed below:
1. Video Surveillance Solutions
With this service you can observe your office, warehouse, shop
and staff from your PC from anywhere and at all times, with the Video
Surveillance Solution.
2. In Touch
In Touch is a great way to stay connected. It is an easy-to-use
personal communications service that connects you with your friends and
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28. family, using a PC or a TV and a Broadband (high speed) Internet
connection. With In Touch you can do various activities like Video &
Audio messaging, video & Audio Calling, Video Postcard TM service
etc.
3. NetXpert
NetXpert is automated broadband care technology. Globally
accepted and successfully used by over 38 million customers worldwide,
the NetXpert provides immediate solutions for Internet connectivity
related problems. The NetXpert helps in the speedy installation and
activation of the Broadband connection on your PC. Thereafter, it helps
to identify any system or network problems that may come up from time
to time. With NetXpert, you can detect and repair most problems, all by
yourself, and experience the joys of uninterrupted Broadband.
4. Online Tests
Airtel Broadband Services offer you online competitive tests for
GRE, GMAT, SAT and MBA, from the comfort of your home.
5. Wifi
Wifi is a wireless technology brand by the Wifii Alliance that
gives you a host of fantastic advantages ranging from reliability to
security. The simple installation procedure gives you access to
unsurpassed performance instantly. Common applications for Wifi
include Internet and VoIP phone access, gaming, and network
connectivity for consumer electronics such as televisions, DVD players,
and digital cameras. Just like cell phones, televisions and radios, the
wireless network also uses radio waves.
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29. Vision & promise
By 2010 Airtel will be the most admired brand in India:
 Loved by more customers
 Targeted by top talent
 Benchmarked by more businesses
“We at Airtel always think in fresh and innovative ways about the needs of
our customers and how we want them to feel. We deliver what we promise
and go out of our way to delight the customer with a little bit more”.
Board of Directors
The board of directors of the Company has an optimum mix of executive
and non-executive directors, which consists of two executive and
fourteen non-executive directors.The Chairman and Managing Director,
Mr. Sunil Bharti Mittal, is an Executive Director and the number of
Independent Directors on the Board is 50% of the total board strength.
The independence of a director is determined on the basis that such
director does not have any material pecuniary relationship with the
Company, its promoters or its management, which may affect the
independence of the judgment of a Director. The board members possess
requisite skills, experience and expertise required to take decisions, which
are in the best interest of the Company.
29

30. The composition of the Board is as under:
9. Paul O’Sullivan
1. Sunil Bharti Mittal
Products of Bharti
Airtel Broadband and
2. Rajan Bharti Mittal 10. Pulak Chandan Prasad
Telephony Services.
 DEL – Direct
3. Akhil Gupta 11. Bashir Abdulla Currimjee
Exchange Line –
Land line Phone
4. Rakesh Bharti Mittal 12. Ajay Lal
(Voice)
 DSL – Digital
13. Arun Bharat Ram
5. Chua Sock Koong
Subscriber Line
– for data
 Telephone
14. Manoj Kohli
6. N. Kumar
Instrument
 Touchnet Dial-
up-service
15. Quah Kung Yang
7. Kurt Hellstrom
Business focus of
8. Mauro Sentinelli 16. Nikesh Arora
Bharti Airtel
Broadband and
Telephony Services.
 Operational excellence
 Reducing churns
 Tightening cost
30

31.  Utilizing capacity
Quality Policy of Bharti Airtel broadband and Telephony Services.
 Reduction of error level.
 Reduction of operating cost.
 Reduction of cycle time.
Organizational Culture of Bharti.
 Cut hierarchy to where knowledge resides.
 Act transparently and couragebly.
Process focus of Bharti Airtel broadband and Telephony Services.
 Process standisation and customization
 Best practice replication
 Speed of urgency
Strategy Of Bharti Airtel Broadband And Telephony Services.
 Centralized reporting system
Customers of Bharti Airtel Broadband and Telephony Services.
31

32.  Residents
 Small and middle enterprises
 PCO’s(public call office)
 Corporate’s
Competitors Of Bharti In Broadband And Telephony Services.
 Bsnl
 Relience
 Tata indicom
 Asianet
AIRTEL Broadband and Telephony Services, Cochin.
The Bharti Airtel landline and broadband services has there in the market of
Ernakulam for last two and a half years. There are altogether 250 employees
in AIRTEL at Cochin. Mr.Anand is the Zonal Manager and he is the person
who is leading the marketing department. In marketing department there are
different segments such as SME, PCO, Mass and Cooperates and there is a
market construct department. In this two and a half year time they have
made there own identity in the market has a landline and broadband service
provider with a good number of high pulsing customers. As a new comer to
the landline and broadband field in which there are many other competitors
they were able to make profits and also they were able to make their
32

33. customers satisfy with their service. They have a good number of efficient
managers, sales officers, technicians and customer care service. They have
their customers in Mass (Residents), SME, PCO and Corporate.
Departments in Bharti Airtel Landline and Broadband Services, Kochi.
1. Marketing & sales
2. Finance
3. Customer service desk (csd)
4. Human resource & administration
5. Quality management
6. Technical
7. IT
8. Training and development
Organisation Structure of Bharati AIRTEL, Kochi.
33

34. PREM RAJ MENON
(HEAD OF OPERATIONS, KERALA)
ANAND
(ZONAL MGR, SALES HEAD, KOCHI)
RAMKRISHNAN KRISHNAKUM ANNIYAN
FINANCE SOMASUN
(CSD) AR (HR) (QUALITY) DRAM
(IT)
Capt.GANGADHARAN
AJAY (TRAINING)
(TECHNICAL)
2.1 RESEARCH METHEDOLOGY
The success of the analysis mostly depends on the methodology on
which it is carried out. The appropriate methodology will improve the
validity of the findings.
 Area of the study:
34

35. The study was mainly concentrated on Ernakulam district.
 Research Design:
Descriptive Research: Descriptive research includes survey and
fact-findings enquire of different kinds. The major purpose of descriptive
research is description of the state affairs, as it exists at present.
 Data Collection:
The study is based on the data collected through primary and
secondary sources.
 Primary Data:
An interview schedule was designed to collect primary data from
various broadband users.
 Secondary Data:
Secondary data was collected from journals, magazines, web
sites and from other relevant publications.
 Sampling Design:
The sampling design mainly consists of the sample taken for the
study along with the sample size, sample frame and sampling method.
 Sample Universe:
All customers using broadband connection was taken as the sample
universe.
35

36.  Sample Size:
From the universe, sample sizes of 100 customers were selected
for the purpose of the study.
 Sample Frame:
The customers were selected on a random basis from which the
respondents were selected based on convenience.
 Sampling Method:
Convenience sampling was used, based on the willingness and
availability of the respondents. The study was conducted on consumers with
different type of business.
 Research period
The time for the project was limited to 45 days only (from 1-30
December). From this, 30 days was spent for the collection of data.
2.2 OBJECTIVES OF THE STUDY
The summer placement study helps the student to check whether the theory
and practice actually matches. Organizational exposure helps the student to know
how effectively they performed in the market.
The primary objectives of the study was,
36

37. • To Analyzing the satisfaction level of customers towards Airtel Broadband
service.
The secondary objectives of the study was,
a) To study how the customer choose their respective landline and
broadband services.
b) To find the awareness among the customers about Airtel Broadband and
its new products.
c) To find out the problems faced by the broadband users
d) To analyze the position of Airtel Broadband against its competitors.
e) To analyze the loyalty status of the consumers.
f) To identify the customer preferences.
g) To find out the strength and weakness of product and its competitors
h) To make suggestion, if any to improve existing condition.
i) to know if there are relationships between customer satisfaction and
customer loyalty.
2.3 NEED AND SCOPE OF THE STUDY
Today, for any organization or firm to survive in this competitive
world depends on its ability to be dynamic and be different from the
37

38. competition to be unique in the industry. Customer Satisfaction helps every
organization to keep the existing customer and to build new customer.
This research is aimed at profiling the standard customer with an
aim to increase the network and improve company-customer relations. The
information gathered through this research can be used by the company to
improve its services and became more customers friendly. This can increase
the goodwill of the company and its overall performance.
Thus this study is aimed to provide the management with some
knowledge about its status in market both in terms of sales and customer
awareness. The research also aims to provide some ideas to improve the
company’s present condition.
2.4 FORMULATION OF HYPOTHESIS
a) The more satisfied the customers are with the speed of data
transmission, the higher is the customer satisfaction.
38

39. b) The more satisfied the customers are with after sales service, the
higher is the overall satisfaction.
c) The process of getting the problem solved will increases the customer
loyalty and satisfaction
d) The higher is the overall satisfaction, the higher is the intention of
additional purchase. (up gradation or new purchase )
e) The higher is the overall satisfaction, the higher is the intention of
recommendation.
2.5 LIMITATIONS OF THE STUDY
39

40. a) The behavior of the customer while approaching them to fill the
questionnaire was unpredictable.
b) The shortage of time was another constrain for the study.
c) There may be error due to bias of respondents.
d) Lack of customer’s cooperation was a major constraint.
e) Majority of the customer were too aggressive in nature.
f) The sample was restricted to 300 customers, which may restrict the
scope and completion of study.
40

41. Analysis and Interpretation
Table showing necessity of net connection in the organization
Table 1
41

42. Opinion No. of respondents Percentage
Very much needed 57 57
Some what needed 39 39
Not so needed 4 4
Total 100 100
Chart 1
60 57
50
40 39
30
East
20
10
4
0
Much Some Not so
Needed what
The Interpretation is that 57 % of the organizations are primarily depending
on Internet usage. And 39 % of the organizations are using it as supporting
activity for doing their business. Only 4 % of the organizations are thinking
that internet is not necessary for doing there business.
Table showing the type of connection used in the organizations
Table 2
Connection type No. of respondents Percentage
Broadband 100 100
42

43. Dial-up 0 0
GPRS 0 0
others 0 0
Total 100 100
Chart 2
100
100
90
80
70
60
50
East
40
30
20
10
0 0 0
0
Broadband Dial-up GPRS others
The Interpretation is that all of the sample units were using Broadband
connection and none of them were using other type of connection for
organizational usage.
Table showing number of systems used in organizations
Table 3
Number of systems No. of respondents Percentage
Lesser than 10 76 100
10 – 20 16 16
43

44. 21 – 30 4 4
Greater than 30 4 4
Total 100 100
Chart 3
4% 4%
16% lesser than 10
10-20
21-30
Greater than 30
76%
The interpretation is that 76 percentage of the organization is having
less than 10 systems. Sixteen percentages of organizations are having
between ten to 20 computers. Only 4 organizations are having between
21-30 and greater than 30 systems.
Table showing telecom expense for voice
Table 4
Amount No. of respondents Percentage
Below 2500 45 45
2500-5000 37 37
5001-1000 13 13
Above 10000 5 5
44

45. Total 100 100
Chart 4
5%
13%
Below 2500
45%
2500-5000
5001-1000
Above 10000
37%
The interpretation is that around 45 % of the customers in the sample have
voice billing below 2500 Rs. 37 % of the customers have billing between
2500 and 5000. And 13 % of the customers have billing in between 5001
and 1000. Only 5 customers have billing above 10000.
Table showing telecom expense for Data transmission
Table 5
Amount No. of respondents Percentage
Below 2500 20 20
2500-5000 38 38
5001-1000 37 37
Above 10000 5 5
Total 100 100
Chart 5
45

46. Above 10000
Below 2500
5%
20%
5001-1000 Below 2500
37% 2500-5000
5001-1000
Above 10000
2500-5000
38%
The interpretation is that 20 % of the customers have Data (internet) billing
below 2500/- . 38 % of the customers have billing in between 2500 and
5000. 37 % of the customers have billing of between 5001 and 1000. The
remaining 5 % of the customers have data billing above 10000/- Rs.
Table showing reason for choosing Airtel broadband connection
Table 6
Characteristics No. of respondents Percentage
Offers 13 13
Service quality 37 37
Speed & security of 30 30
Data
Brand Name 20 20
Total 100 100
Chart 6
46

47. Brand Name Offers
20% 13%
Offers
Service quality
Speed & Security
Brand Name
Service quality
Speed & 37%
Security
30%
The interpretation is that only 13% of the customers preferred Airtel
broadband because of offers. The highest 37 % of the customers preferred
Airtel because of the quality of service offered by Airtel. The second most
30% of the customers have preferred because of the Speed of internet
service. It also shows the brand name also has some implication before
choosing Airtel Broadband services. 20% of the customer has chosen Airtel
because of the brand name ‘Airtel’.
Table showing customer rating of speed of Data transmission
Table 7
Ranking No. of respondents Percentage
Poor 6 6
Fair 21 21
Good 55 55
Very good 16 16
Excellent 2 2
Total 100 100
Chart 7
47

48. Excellent Poor
Very good
2% 6%
16% fair Poor
21%
fair
Good
Very good
Excellent
Good
55%
The interpretation is that around 55% of the customers rated the speed of
data transmission is very good in Airtel broadband. Only 6% of the
customers are worried about the speed. 2% of the customers rated it as
Excellent.
Table showing customer rating of Safety of Data transmission
Table 8
Ranking No. of respondents Percentage
Poor 6 6
Fair 20 20
Good 47 47
Very good 22 22
Excellent 5 5
Total 100 100
Chart 8
48

49. Excellent Poor
5% 6% Poor
Very good fair
22% 20% fair
Good
Very good
Excellent
Good
47%
The interpretation is that 47% of the customers rate safety of data as good.
22 % of customers ranked it as very good. Only 6 % of the customer feels it
as bad. The customer who ranked it excellent contributes 5 % of the sample
size.
Table showing customer rating of security of Data during processing
Table 9
Ranking No. of respondents Percentage
Poor 3 3
Fair 25 25
Good 45 45
Very good 19 19
Excellent 8 8
Total 100 100
Chart 9
49

50. Excellent Poor
8% 3% fair
Very good Poor
19% 25% fair
Good
Very good
Excellent
Good
45%
The interpretation is that 45 % of the customer has ranked network security
in Airtel broadband connection as good. Some 19 % has ranked it as very
good. Only 3% has ranked it as poor. 25% of the customers has ranked it as
fair.
Table showing customer ranking of usage experience
Table 10
Ranking No. of respondents Percentage
Poor 10 10
Fair 15 15
Good 38 38
Very good 25 25
Excellent 12 12
Total 100 100
Chart 10
50

51. Excellent Poor
12% 10% Poor
fair fair
15%
Very good Good
25% Very good
Excellent
Good
38%
The interpretation is that around 38% of the customers has ranked the usage
experience was good. 25% of the customers ranked it as very good. 12% of
the customers ranked it as excellent. Also 10 % of the customer rated it as
poor.
Table showing customer rating of after sales service
Table 11
Ranking No. of respondents Percentage
Poor 13 13
Fair 14 14
Good 35 35
Very good 26 26
Excellent 12 12
Total 100 100
Chart 11
51

52. Excellent Poor
12% 13% Poor
fair
fair
14%
Good
Very good Very good
26% Excellent
Good
35%
The interpretation is that, 12% of the customer has rated the after sales
service as excellent. Some 26 % rated it as very good and 35% as good. But
the concern is that 13 % of the customer also feel that the after sales service
is poor.
Table showing customer rating of How Airtel helped them solve their
problem
Table 12
Ranking No. of respondents Percentage
Poor 7 7
Fair 27 27
Good 53 53
Excellent 13 13
Total 100 100
Chart 12
52

53. Excellent Poor
13% 7%
fair Poor
27% fair
Good
Excellent
Good
53%
The interpretation is that 13 % of the customer feels that the connection with
Airtel broadband helped them to solve their network related problem which
exists in earlier. Most of around 53 % felt that, it was good. 27% of the
customer felt it was fair. Only 7% of the customer felt it as poor solving
their network problem.
Table showing Rating of Airtel broadband with other competitors in the
same category
Table 13
Ranking No. of respondents Percentage
Much better 45 45
Some what 35 35
Same 10 10
Worse 10 10
Total 100 100
Table 13
53

54. Worse
Same 10%
10%
Much better
45%
Much better
some what
some what Same
35% Worse
The interpretation is that around 45 % of the customers feel that Airtel
broadband is much better than other products in this category. 35% customer
feels that Airtel broadband is somewhat better than competitor products.
Around 10% of the customer feels that it has the same service as that of
competitors. And 10% of customer feels that it is worse than its competitors.
Overall satisfaction level of Airtel broadband customers
Table 14
Ranking No. of respondents Percentage
Highly dissatisfied 7 7
Dissatisfied 11 11
Average 19 19
Satisfied 44 44
Highly satisfied 19 19
Total 100 100
Chart 14
54

55. Highly
dissatisfied Highly dissatisfied
Highly Satisfied Dissatisfied
19% 7% Dissatisfied
11%
Average
Satisfied
Highly Satisfied
Average
19%
Satisfied
44%
The interpretation is that 19% of the SME customer is highly satisfied with
the overall service provided by Airtel broadband. 44% of the customer is
satisfied with the overall service offered by the service. Around 7% of the
customer are highly dissatisfied bye the service.
Findings
1. Quality of the service provided plays an important role
in keeping the existing customers and to bring new
customers.
2. In most of the organization, Internet plays an important
role in the day to day activities.
3. Most of the organizations prefer broadband connection
over other type of connection because of speed and
other compatibility of service.
4. A number of the organization preferred Airtel because
of the quality of service provided and also for the speed
of data transmission.
5. Many customers have rated the speed of data
transmission is very good. Some customers had
complaints regarding the speed. This is mostly due to
55

56. number of systems connected by single broadband
connection.
6. The safety and security of Airtel network is rated very
well by most of its customers. Safety of data is very
important in any type of organization. Airtel with its
own PC security suite helps organizations protect its
data from theft and prevents it from harmful attacks.
7. After sales service plays essential part of customer
satisfaction. More than 10% customers have complaints
regarding the after sales service of Airtel broadband.
But a number of customers have reported it excellent
and very good.
8. Customers feel Airtel broadband was much better than
other competitive products of the same category. This
shows the place Airtel has achieved in the minds of the
customer in Kochi region.
9. The overall satisfaction level is very high among
customers.
Suggestions
On completion of the project work “Customer perception towards
Airtel broadband service among Small and medium scale
industries (SME) customers of Cochin, I would like to give my
suggestions which the company can make use of:-
1. The customer rate quality of the service as the most relevant
one and hence Airtel Broadband services should maintain the
quality in services and should make improvements in this
feature.
2. Some customers are planned to discontinue because of high
billing and after sales service is not good. Though it is a
small percentage the company should focus on these to keep
the brand image in the minds of people.
56

57. 3. If any complaint is observed from the customers, it should
be dealt quickly. This will reduce the chance for
dissatisfaction.
4. Many dissatisfied customers asked for more information
about other plans or change of plans. So the dissatisfaction
may be due to providing wrong plans by the sales persons. So
the company can make use of this opportunity to retain its
customers by providing the right plans.
5. SME segment is a high potential market (especially in
Cochin) and the company should take care of more
promotional activities in which advertisement plays and
effective role and hence to have a competitive edge over
other brands.
6. Lack of awareness about the plans is high among customers.
So the company must provide an awareness program about
the specialized plans for them.
7. The detailed billing is provided as a value added service in
Airtel broadband. It is free of cost in its competitors like
BSNL. So the company could provide the service as free of
cost. It will help customers clear their doubts about billing
and hence to improve their satisfaction level.
CONCLUSION
The project titled “A study on customer perception of Airtel
broadband services among small medium enterprises, Cochin”
was carried out among the customers/consumers in Ernakulum
district. The overall objective of the study was to fine out how the
customer perceives Airtel broadband services and to find out their
satisfaction towards the service against its competitors. The study
revealed the picture of customers perception and satisfaction which
57

58. help Airtel broadband to encourage more people to be the
customers/consumers of Airtel Broadband.
58

59. BIBILIOGRAPHY
BIBLIOGRAPHY
• Philip Kotler and Gery Armstrong ,Principles of Marketing
Management
• Ramaswamy V.S, Namakumari S; Marketing management
• D.D. Sharma, Marketing Research
• Green & Tull, Marketing Research
• Kothari C.R, Research Methodology- Methods and Techniques;
• Second Edition; 2004
59

60. • Websites:
• WWW. BHARTIAIRTEL.IN
• WWW. AIRTEL.IN
• WWW. GOOGLE.COM
60

61. APPENDIX
QUESTIONNAIRE
• Name of the organization : _____________________
• Authorized Persons name and Contact No : _____________________
• Type of the Business : ______________________
• How Long in this Field : ______________________
1. Do you think Net-Connection is necessary for your organization?
Very much needed [ ]
61

62. Some what needed [ ]
Not so needed [ ]
2. Which Net-Connection is used in your Organization?
Broadband [ ]
Dial-up [ ]
GPRS [ ]
Others (Wireless...) [ ]
3. How many Systems are connected in the firm?
a) Less than 10 [ ]
b) 10 – 20 [ ]
c) 21 – 30 [ ]
d) Greater than 30 [ ]
4. Total Telecom Expense including voice & Data
a) voice
Below 2500 [ ] Above 2500 [ ]
5000-10000 [ ] Above 10000 [ ]
b) Data
Below 2500 [ ] Above 2500 [ ]
5000-10000 [ ] Above 10000 [ ]
5. Why do you prefer Airtel Connection in your organization?
Offers [ ]
Quality of Service [ ]
Speed & Safety [ ]
Brand Name [ ]
7. Rate the following
Particulars Poor Fair Good Very Good Excellent
Speed
Safety
Security
Usage
62

63. Experience
After
Purchase
Service
(warranty,
repair,
customer
service)
8. The process of getting your problem resolved was:
Very poor [ ] poor [ ] Fair [ ] very good [ ] Excellent [ ]
9. Compared to other product in this category, would you say that our product is.
Much better [ ] somewhat better [ ] same [ ] worse [ ]
10. Overall, I rate Airtel Broadband.
Very poor [ ] Fair [ ] good [ ] very good [ ] Excellent [ ]
11. Do you have any suggestion in your Airtel Connections?
..............................................................................................
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63